NETFLIX’S NEWBIE HIKE: Often, it’s the existing customers of a particular service left grumbling about a great deal that only new customers can get (for example, most cable company pitches are about signing on new homes with great introductory deals). But in Netflix’s case, the company is planning to raise prices by a dollar or two later this quarter, reports WSJ. Netflix’s price has been stuck at $7.99 for streaming ever since the company’s disastrous but quickly rectified Qwickster launch three years ago (the plan back then was to split the Netlix brand between streaming subscribers and its fading DVD business). Of late, Netflix has been on a new subscriber roll; the firm added added 2.25 million U.S. streaming subscribers during first quarter, which was right on target. It will be interesting to see if subscriber growth slows at all. As long as Netflix keeps its price under $10, it would seem to be perceived as a pretty good bargain. That is, as long as it works. After a dustup with Comcast Corp. over slow Netflix speeds in some markets, the two companies inked a deal in February in which Netflix agreed to pay Comcast to make sure its streaming service runs smoothly. But interestingly, on Monday during its earnings announcement, Netflix spoke out against the potential Comcast Corp acquisition of Time Warner Cable on the grounds that the new entity will have too much control over the delivery of the Internet. “Netflix opposes this merger,” Netflix wrote in its earnings report.

Late Monday, Comcast responded forcefully, as its head of communications released an extensive rebuttal. “Netflix’s opposition to our Time Warner Cable transaction is based on inaccurate claims and arguments….Internet interconnection has nothing to do with net neutrality; it’s all about Netflix wanting to unfairly shift its costs from its customers to all Internet customers, regardless of whether they subscribe to Netflix or not.”

FACEBOOK’S POTENTIAL AD NETWORK HAS BRANDS EXCITED: On Sunday, news broke that Facebook is planning to officially roll out a mobile ad network that would allow advertisers to target people on mobile apps and Web sites using Facebook’s data. It’s that last point that has people in the online ad world more than intrigued. Theoretically, Facebook won’t be pitching the ability to target ads to people based on who they might be–like so many other ad targeting vendors–but who they really are, since Facebook claims 1.2 billion users who have provided the site with their real names, addresses, interests, etc. The implications for advertising are huge, reports WSJ, assuming Facebook executes well. “There’s a chance for them to be the dominant mobile player, said Jeffrey Revoy, chief executive of ViralHeat.

REAL TIME GOES BIG TIME: Ever since Oreo showed of its quick thinking by executing a clever tweet during the Super Bowl blackout of 2013, it has seemed as though every marketer has committed to real time marketing. But you might be surprised as which companies are experimenting. For example, Bank of America recently crafted a series of on-the-fly economic-related tweets during the World Economic Forum in Davos, Switzerland, reports WSJ. Similarly, General Electric has taken to experimenting with six-second Vine videos. This sort of thing may not seem to fit the personality of such serious-minded brands, but as GE’s head of global brand marketing, Linda Boff put it, that’s “the beauty of this type of media—it’s fairly easy to produce, and fairly easy to monitor.” And if you do shut down the project, “you’ve wasted a very small amount of time.”

HBO GO SAVES FAMILIES: Points for HBO for rolling out a very funny series of ads for HBO Go, depicting several scenes of teenagers suffering from watching sex-and-violence filled hits like “Game of Thrones” with mom and dad. However, HBO may have wanted to rethink the timing of this campaign, reports WSJ’s CMO Today. That’s because HBO Go has crashed during two big nights of HBO programming over the last few weeks–the “True Detective” finale and the “Thrones” premiere. Might be time to pump some of the ad dollars for this campaign into streaming capacity.

ELSEWHERE: Broadcasters and Aereo will finally get to make their cases to the U.S. Supreme Court on Tuesday, reports WSJ. NBC’s “Today” is coming to SiriusXM radio, reports The Wrap. Discovery Communications has sold the Web property HowStuffWorks.com for a big loss, reports WSJ. The new music streaming startup Beats Music is looking to raise between $60 million and $100 million in new funding, reports Billboard. TruTV has ordered six new pilots as it tries to brand the network as the place for advertisers to reach “funseekers” reports Deadline.

About CMO Today

CMO Today is an offering from The Wall Street Journal, helping marketing executives discern who and what matters in marketing today. Contact our editors with news items, comments and questions at CMOToday@WSJ.com.